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PERANAN DESAIN KEMASAN DALAM DUNIA PEMASARAN

Source: OAI

ABSTRACT Packaging becomes a striker because its function directly encounters with customers. Hence%2C packaging must be able to give spontaneous impression to influence customer s positive actions in the market. In the cruel competition situation%2C aesthetics becomes an additional point that also functions as a powerful "emotional trap" to attract customers. This paper will discuss about how packaging design can maximize a product selling power in the market. Abstract in Bahasa Indonesia : Kemasan merupakan "pemicu" karena fungsinya langsung berhadapan dengan konsumen. Dengan demikian%2C kemasan harus dapat memberikan impresi spontan yang mempengaruhi tindakan positif konsumen di tempat penjualan. Dengan situasi persaingan yang semakin tajam%2C estetika merupakan suatu nilai tambah yang dapat berfungsi sebagai "perangkap emosional" yang sangat ampuh untuk menjaring konsumen. Tulisan ini akan membahas tentang bagaimana desain kemasan dapat memaksimalkan daya jual suatu produk dalam pasar. packing%2C packing design%2C market%2C marketing

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    ABSTRACT: Aesthetic and functional products design have been booming in recent years and impact to consumers' purchasing intention and behaviors today. There are some factors that influence of purchasing intention to perfume beside the fragrance, its also influenced by other elements such as shapes of bottles, packaging, and advertising. This study aims to determine the influence of perfume bottles design to purchase intention in adolescents. The method used in this study was pre-experimental design, one shot case study. This study was involved 96 students at Faculty of Psychology, University of Sumatera Utara. The sampling technique used in this study was purposive sampling. Data collected trough a questionnaire, and measuring instrument was used the scale of purchasing intention. Data analyzed statistically using paired sample t-test. The results showed that there was a significant difference in purchasing intention between perfume bottles Aesthetic design and perfume bottles functional design. it showed that perfume bottles Aesthetic design influenced to purchasing intention. The implication of study that it contributes to understanding the way by adolescent to purchase perfume based on bottle's design.
    Seminar Ilmiah Dies Natalis USU Ke 60; 07/2012

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